What LinkedIn's Full-Screen Video Feed Signals for B2B Social Strategy

LinkedIn video uploads grew 36% year-over-year, its mobile app now features a full-screen vertical video feed, and CapCut added a direct publish button for the platform.

What's actually changed

LinkedIn has been rolling out a full-screen vertical video experience on mobile that resembles what you would expect from TikTok or Instagram Reels. The feed is swipeable with autoplay, a prominent follow button, and profile previews that load without leaving the video. Whether this feed receives algorithmic priority over text and image posts has not been confirmed, and LinkedIn has not said how it plans to handle the format on desktop, where full-screen vertical video translates less naturally.

Separately, CapCut added LinkedIn as a direct publishing destination alongside a batch of new generative AI editing tools. You can now publish from CapCut to LinkedIn in two taps. Videos posted this way display a "Made with CapCut" label, but LinkedIn has said the tag does not affect feed ranking. Whether CapCut content receives any distribution advantage from the partnership remains unclear, though when third-party editing tools build native publishing pipelines to a platform, it usually signals that the tool makers see enough demand to justify the engineering.

Why this matters beyond LinkedIn

LinkedIn has historically been the one major social network where the culture and interface were built around text, and although text-only posts used to dominate the platform, they have dropped from 27% to 16% of all content in the past year. If a platform with that identity is committing this heavily to short-form video, it suggests the format has crossed from consumer entertainment into professional communication, though how far B2B audiences will adopt lean-back viewing habits on a platform built around thought leadership and hiring updates is still an open question.

For teams that manage content across platforms, the practical implication is that video production workflows built for Instagram, TikTok, and YouTube Shorts may now need to extend to LinkedIn, but with a different tone and audience expectation. A 30-second product demo that works on Reels might need a slower open or a clearer hook in a professional feed. Whether LinkedIn eventually introduces a dedicated video tab, the way Instagram did with Reels before folding it back into the main feed, could shape how much teams need to adapt.

What this means for workflow and tools

Teams already producing short-form video for Instagram Stories or Reels have a head start, but the adaptation is not trivial. LinkedIn audiences tend to reward substance and context over production polish. A video that works on Instagram because of its pacing might need a slower open or a clearer hook on LinkedIn.

For teams using Storrito to auto-post Instagram Stories with link stickers, polls, and quizzes, the broader takeaway is about format convergence. The tools and workflows you build for one vertical-video platform are becoming portable. Multi-slide Story sequences, video uploads, and team collaboration features matter more when every platform expects video, because the bottleneck shifts from "should we make video" to "how do we produce it at scale without burning out the team."

The tactical response depends on your team's capacity and your audience's appetite, but ignoring LinkedIn video at this point means ignoring where the platform is actively investing.